ANALISIS RESEPSI KHALAYAK TERHADAP PESAN EDUKASI PERLINDUNGAN DATA DALAM KAMPANYE VIDEO "DON'T KNOW? KASIH NO" DI INSTAGRAM @GOODLIFEBCA

ALFIANA, NOVI (2025) ANALISIS RESEPSI KHALAYAK TERHADAP PESAN EDUKASI PERLINDUNGAN DATA DALAM KAMPANYE VIDEO "DON'T KNOW? KASIH NO" DI INSTAGRAM @GOODLIFEBCA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study analyzes the audience's reception of the educational message regarding personal data protection in the video campaign “Don’t Know? Kasih No!” published on the Instagram account @GoodLifeBCA. The campaign aims to raise public awareness about personal data security amidst the rising cases of phishing and digital crimes in Indonesia. This research employs a qualitative method with a reception analysis approach based on Stuart Hall's theory and a constructivist paradigm. Data were collected through in-depth interviews with ten informants aged 18-34 who actively use Instagram and have watched the campaign video. Source triangulation was used to ensure data validity. The results of the study reveal two positions of reception: the dominant hegemonic position, where the audience accepts the message as intended by the campaign, and the negotiated position, where the audience agrees with the main message but relates it to their personal experiences concerning data security. These findings indicate that an individual's social background and digital experiences significantly influence how they interpret the campaign message. The study concludes that the use of humor, well-known public figures, attractive visuals, and a light communication approach in the Instagram campaign effectively captured the audience's attention and conveyed the message. The implications of this study offer recommendations for other institutions to design digital educational campaigns aimed at enhancing public literacy on personal data protection. Keywords: Reception Analysis, Instagram, Educational Campaign, Data Protection, “Don’t Know? Kasih No!” Penelitian ini menganalisis resepsi khalayak terhadap pesan edukasi perlindungan data pribadi dalam kampanye video “Don’t Know? Kasih No!” yang dipublikasikan di Instagram @GoodLifeBCA. Kampanye ini bertujuan meningkatkan kesadaran publik terkait keamanan data pribadi, di tengah meningkatnya kasus phishing dan kejahatan digital di Indonesia. Penelitian ini menggunakan metode kualitatif dengan pendekatan analisis resepsi berdasarkan teori Stuart Hall dan paradigma konstruktivisme. Penelitian ini mengumpulkan data melalui wawancara mendalam dengan sepuluh informan berusia 18-34 tahun yang aktif menggunakan Instagram dan telah menyaksikan video kampanye tersebut. Teknik triangulasi sumber digunakan untuk memastikan keabsahan data. Hasil penelitian menunjukkan dua posisi resepsi: hegemoni dominan, di mana audiens menerima pesan sesuai tujuan kampanye, dan negosiasi, di mana audiens setuju dengan pesan utama namun mengaitkannya dengan pengalaman pribadi terkait keamanan data. Temuan ini menunjukkan bahwa latar belakang sosial dan pengalaman digital masing-masing individu memengaruhi cara mereka menerima pesan kampanye. Penelitian ini menyimpulkan bahwa penggunaan humor, figur publik, visual menarik, dan pendekatan komunikasi ringan dalam kampanye Instagram terbukti berhasil dalam menarik perhatian audiens dan menyampaikan pesan dengan baik. Implikasi penelitian ini memberikan rekomendasi bagi institusi lain untuk merancang kampanye edukasi digital guna meningkatkan literasi perlindungan data pribadi. Kata Kunci: Analisis Resepsi, Instagram, Kampanye Edukasi, Perlindungan Data, “Don’t Know? Kasih No!”

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 25 011
NIM/NIDN Creators:	44319110044
Uncontrolled Keywords:	Analisis Resepsi, Instagram, Kampanye Edukasi, Perlindungan Data, “Don’t Know? Kasih No!”
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 366 Associations/Asosiasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	01 Feb 2025 09:09
Last Modified:	01 Feb 2025 09:09
URI:	http://repository.mercubuana.ac.id/id/eprint/93829

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